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User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
Optimization rules
Unica Optimize uses the rules and scores you define in your Unica Optimize session to mathematically determine the best combination of final contacts you use across your marketing campaigns.
Rules and constraints
In Unica Optimize, you define how optimization behaves by defining different combinations of rules and constraints in a Unica Optimize session.
Tracking contacts
To configure contact fatigue rules, you must properly configure how you track contacts.

User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
- About Unica Optimize
  Unica Optimize is a web-based extension of Unica Campaign that allows you to determine the optimal contact strategy for each customer. You can optimize over time, looking across the proposed offers and channels across multiple marketing campaigns.
- Getting started with Unica Optimize
  Unica Optimize can optimize your marketing campaign and improve response from customers, but only if you know what you want to optimize. You need a plan, the data to support the plan, and an implementation method.
- Unica Optimize sessions
  A Unica Optimize session is a combination of rules and scores that apply to a set of proposed contacts.
- Optimization rules
  Unica Optimize uses the rules and scores you define in your Unica Optimize session to mathematically determine the best combination of final contacts you use across your marketing campaigns.
  - Rules and constraints
    In Unica Optimize, you define how optimization behaves by defining different combinations of rules and constraints in a Unica Optimize session.
    - Rule order
      Unica Optimize runs all optimization rules in a session by using logical AND operations.
    - Minimum constraints
      Unica Optimize handles minimum constraints differently depending on the type of rule in which the constraints are used.
    - Tracking contacts
      To configure contact fatigue rules, you must properly configure how you track contacts.
  - Rule types
    Optimization rules fall into one of three categories: Capacity, Exclude/Include, and For Each Customer (FEC).
  - Rule definitions
    Rule definitions allow you to create the scope of a rule or to determine the action performed on that scope.
  - Offer versions in optimization rules
    Certain optimization rules allow you to specify offer versions as part of your rule definition. This feature allows you to write a query that determines the exact set of offer versions to which a particular rule applies.
  - Details for working with rules
    This section explains how to add, edit, and delete rules in your Unica Optimize session.
  - Optimization rule example
    You need to understand how to apply these rules to actual optimization problems. Many business problems require several rules that work together to achieve the wanted behavior.
- Setting up scores
  You use scores in Unica Optimize to rank possible offers for each customer using a patent-pending optimization algorithm. The higher the score you assign to a contact, the more desirable you are making that contact. Unica Optimize maximizes the sum of scores in the OCT.
- Generate a list of proposed contacts
  The optimization process involves generating a list of proposed contacts in Unica Campaign and sending these contacts to Unica Optimize to produce optimized contacts.
- Use optimized contacts in marketing campaigns
  After you optimize the proposed contacts, you must retrieve the optimized contacts from Unica Optimize to send marketing communications to these contacts.
- Viewing Reports
  For each production run or test run, Unica Optimize generates a number of reports. These reports help you understand what happened during the optimization process by providing analyses pre- and post-optimization.
- Administering Unica Optimize
  There are many aspects of Unica Optimize you can configure to improve performance.
- Unica Optimize configuration properties
  This section describes the Unica Optimize configuration properties that are found on the Configuration page.

Tracking contacts

To configure contact fatigue rules, you must properly configure how you track contacts.

When managing contact fatigue rules such as the Max # of Packages rule, Unica Optimize automatically uses the contact history that is recorded in the Unica Campaign system tables. In Unica Campaign, each "contact" recorded into contact history is recorded with a specific "contact status." The contact status is specified when configuring the contact process. You can update contact statuses by using the Track process. For example, you can update a "Contacted" status to "Undeliverable." You customize the contact statuses for your particular implementation. The UA_ContactStatus.CountsAsContact field determines whether communication with a particular contact status value counts as a contact from the Unica Optimize contact fatigue perspective. Unica Optimize considers contacts only where UA_ContactStatus.CountsAsContact is 1.

For more information about configuring contact statuses, see the Unica Campaign Administrator's Guide. For more information about populating contact status with the Mail List or Track process, see the Unica Campaign User's Guide.

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